柳州市首斧广告传媒有限责任公司发展战略研究

发布时间：2018-03-05 00:24

本文选题：发展战略　切入点：战略制定　出处：《广西大学》2017年硕士论文　论文类型：学位论文

【摘要】：公司发展战略,是公司个体在完成自身组织建立的基础上,为公司的成长与发展而对自身所开展的自我定位、公司发展目标、公司发展途径等多方面的管理活动。公司发展战略管理涉及了公司发展所面临的环境分析、发展目标制定、发展战略的选择、具体实施及实施过程中的有效控制等方面。作为公司发展的根本性纲领,发展战略是贯穿于公司发展的全过程,对公司发展至关重要。柳州市首斧广告传媒有限责任公司是一家结合传统媒介与新兴媒介平台,以经营户外媒体、网络新媒体、影视传媒和营销策划为主的综合性区域大型广告传媒公司,主要从事户外媒体投资经营、城市LED户外彩屏投资经营、品牌推广三大类服务。经过多年发展,公司已成为桂中地区最大户外媒体运营商、最大社区媒体运营商和最大新媒体运营商。在传媒产业整体面临着“业态蜕变”的背景下,首斧广告传媒有限责任公司作为一家具有深厚传媒产业基础的传媒公司,需要对市场的转变做出快速、准确的回应,因此,制定明确的公司发展战略用以指导公司的整体发展尤为必要。本文基于现代企业战略管理的思路,以资源配置、目标战略、管理战略、市场战略、竞争战略等相关理论为指导,综合分析首斧广告传媒有限责任公司发展所面临的政治、经济、社会文化、科学技术等公司外部发展环境,以及公司内部的业务模块、组织架构、人力资源、财务状况等环境,利用SWOT分析模型梳理公司发展的优势、劣势、机会与威胁,以此为基础,对公司未来发展的战略目标、战略选择、战略重点、战略步骤、战略控制及战略保障等进行制定与实施,以期促进公司获得更强、更高、更快的发展。
[Abstract]:The development strategy of the company is the self-positioning and development goal of the individual company on the basis of completing the establishment of its own organization and for the growth and development of the company. The company development strategy management involves the environmental analysis, the development target formulation, the choice of the development strategy of the company development, the company development strategy management involves the environment analysis which the company faces, the development goal formulation, the development strategy choice, As the fundamental program of the company's development, the development strategy runs through the whole process of the company's development. Liuzhou Shou-axe Advertising Media Co., Ltd. is a combination of traditional media and emerging media platform to operate outdoor media, network new media, Film and TV media and marketing planning mainly comprehensive regional large advertising media companies, mainly engaged in outdoor media investment management, urban LED outdoor color screen investment management, brand promotion of three major types of services. After years of development, The company has become the largest outdoor media operator, the largest community media operator and the largest new media operator in Guizhong region. As a media company with a deep foundation in the media industry, Shou-axe Advertising Media Co., Ltd. needs to make a rapid and accurate response to the changes in the market. It is particularly necessary to formulate a clear company development strategy to guide the overall development of the company. Based on the thinking of modern enterprise strategic management, this paper is guided by the relevant theories such as resource allocation, target strategy, management strategy, market strategy, competition strategy, etc. Comprehensive analysis of the political, economic, social and cultural, scientific and technological, internal business modules, organizational structure, human resources, financial situation, etc., of the development of Shou-axe Advertising Media Co., Ltd., is a comprehensive analysis of the external development environment of the company, such as politics, economy, social culture, science and technology. Using the SWOT analysis model to sort out the strengths, weaknesses, opportunities and threats of the company's development, on the basis of this, to the future development of the company's strategic objectives, strategic choices, strategic focus, strategic steps, Strategic control and strategy guarantee are formulated and implemented in order to promote the company to achieve stronger, higher and faster development.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;F272

【参考文献】